The campaign distributed “voicetones” from the movie – basically 5 to 15 second audio clips that could be saved and used by consumers for alerts or ringtones, as well as video clips and a calendar reminder that went off the day before the release date.
This worked because Bluetooth hotspots were in place three weeks prior to the release date - we are told that these hotspots showed steady uptake increases as the movie’s buzz increased!
Parachute President and CEO, Brett Cutler did tell us “We deployed in theatres across the country and interacted with over 100,000 mobile devices. Bluetooth marketing is clearly something consumers are becoming more comfortable with and derive value from. Our ability to provide rich multi-media content directly to users in a fast and simple way without any additional charges is both compelling and valuable to consumers and marketers alike.
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